Furthermore, Google is already burdened with many
other risks, for instance: (1) increased competition from general purpose
search engines and information services (page 7); (2) dependency on remaining competitive and providing
value to advertisers (page 7); (3) being subject to increased regulatory scrutiny which may negatively impact business (page 8); (4) being «regularly subject to claims, suits, government investigations, and
other proceedings that may result in adverse outcomes» (page 8); (5) «Privacy concerns relating to our technology could damage our reputation and deter current and potential users from using our products and services» (page 12); (6) «Web spam and content farms could decrease our
search quality, which could damage our reputation and deter our current and potential users from using our products and services» (page 13); (7) «Internet access providers may be able to restrict, block, degrade, or charge for access to certain of our products and services, which could lead to additional expenses and the loss of users and advertisers» (page 16); (8) «New technologies could block online ads, which would harm our business» (page 16).